A Discourse Approach to Brand Leadership Management

Abstract

This paper examines existing viewpoints on brand leadership management and presents discourse analysis as another efficient, coherent and sustainable approach to this concept. Importantly, existing works on brand leadership management are critiqued – opening up a gap in the literature. Consequently, a discursive brand leadership model that advocates the action of talk via corporate communications following the delivery of a brand promise is presented. It is hoped that this study would help in creating a greater understanding of brand leadership.